Everyone wants to win a Sony. Here’s why charities are in with a chance this year

The nominations for the 2010 Sony Radio Academy Awards have been published – the audio equivalent of the Oscars. As someone who’s passionate about audio and podcasting, I follow the nominations with great interest.

Over the last few years, as charities and community groups have embraced the digital age by creating their own digital media, including podcasts, their work has been rewarded with nominations and awards. Since 2008, nominees and winners have included the RSPB’s Nature’s Voice, Clifton Diocese and the Prison Radio Association.

This year the Prison Radio Association’s programmes for Electric Radio, which is based in Brixton Prison, and for Great Ormond Street Hospital have been nominated for their respective podcasts Behind Bars and Children First for Health in the Best Community Programming category.

So what makes their content stand out? Well, they give a voice to the stories and people that are often unrepresented in mainstream media. Through these programmes, the listener gets an insight into the lives of prisoners, and young people living with often life-limiting illnesses. Their stories are honest, raw and extremely moving.

It’s a competitive radio production field, and I can assure you everyone wants to win a Sony, so it’s fantastic news that these organisations are getting recognition of this kind. But podcast production isn’t for the faint-hearted. Although it’s a relatively cost-effective digital media tool, it does take time and effort to get it right.

Listening to some charity podcasts I still worry that organisations are uploading content that simply isn’t strong enough. I’m also amazed at people who want to create podcasts for their charities, yet don’t listen to podcasts that have been produced already, especially those within the sector.  Audio is a fantastic media and is, quite rightly, being embraced by the sector – but take your time to get it right.

The Sony winners will be announced on the 10th May so stay tuned.